Case Study: Sanoma increases campaign conversions 45% with SAS/ACCESS Interface to Hadoop from SAS

Turbocharge marketing campaigns with fast data access

Sanoma, the largest media and learning company in the Netherlands, was undergoing a digital transformation with brands spread across TV, apps, online publications and digital learning. Marketing data became siloed—much of it locked in Hadoop—forcing IT to manually copy, sort and augment large datasets and making it difficult to create a unified view of customers for personalized, real‑time campaigns.

By deploying SAS/ACCESS Interface to Hadoop, Sanoma’s marketers can access and link only the relevant Hadoop data directly within the SAS environment, speeding campaign creation and enabling behavioral enrichment (online and offline). The result: faster, trigger‑based personalized promotions and a 45% increase in campaign conversion rates, with further gains expected as real‑time responses are expanded.

Sanoma

Edwin Van Besouw

Business Intelligence Consultant